Lenovo taps WE Communications as APAC PR agency

Lenovo has tapped WE Communications (WE) as its agency of choice to help the brand transform from a PC maker into a premium customer-centric brand across the Central Asia Pacific region.The remit covers markets like Hong Kong and Singapore. The agency will lead the Asia Pacific strategic communications hub to drive Lenovo’s PR and communications strategy across its four Asia Pacific regional teams.Last week, Marketing revealed Lenovo Hong Kong handed its PR duties to WE Communications from incumbent Cohn & Wolfe’s Y&R PR after nine months.In Singapore, the incumbent is Text 100 Singapore.WE is responsible for the brand’s PCs, tablets and data center business, and will deliver an integration of insights and ideation, content creation, reporting and analysis, as well as influencer programmes and executive communications.“Our goal is to present our brand, innovations and success through compelling and authentic storytelling, and to spark conversations with our audiences through those narratives. At the same time, we need to ensure that we have a unified brand message across our diverse businesses in PCs, mobile and the data center,” said Stephanie Shi, head of communications of Lenovo Asia Pacific.“In order to do this, we looked for an agency that could exhibit drive, flexibility, and creativity, as well as a deep understanding of our stakeholder groups. WE’s team and integrated communications capabilities were a strong match for our needs as well as our strategic direction going forward.”Emma Richards, VP of regional technology at WE APAC said, “We are excited about partnering with Lenovo on the next phase of its evolution, and cement its position as a global leader in the hearts and minds of both consumers and businesses.”